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Ramakrishna Surampudi 06 August 2011 Building a Services Brand Introduction: A study points out that in 1989, 62.6% of the workforce in India was engaged in agriculture, 10.8% in industry and 15% in services. In stark contrast, in the same year, in the United States, 2.8% of the labor force was absorbed in agriculture, 18.4% in industry and 78.8% in services (Dash 109)…
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Striking a balance between the customer-centered approach and the internal orientation towards the centrality of staff is the key to the development of a service brand. This paper attempts an overview of the available literature on services brand building and then correlates it with the opinions of leading-edge brand consultants. Literature Review: The existing models of brand building, by and large, are biased towards the goods sector with little or no relevance to the services sector. Aaker’s brand identity planning model (Aaker et al. 40), Kapferer’s hexagonal brand identity prism model (Kapferer 182) or Ind’s insistence on organization-wide commitment and employee-centric approach (Ind 24) hardly has any principles that can have useful application in services brand building. However, the four-dimensional brand asset management strategy proposed by Scott M Davis (Shay 438) and the four-step process suggested by Gregory and Sellers focus on a combination of internal and external factors and are therefore worth considering in the present discussion. Davis’s model includes the phases of developing a brand vision, determining the brand picture, devising a brand asset management strategy and devising a supporting culture. ... According to de Chernatony, the definition of brand image includes the three components – promise, emotional values and rational values (Schmid 1). Overall, there is a paucity of literature about building services brands and this could be because brand building, by its very nature, is dynamic. Moreover, new services are often included under the existing and established corporate brands. The need to build a corporate brand from scratch rarely arises. As for the question of who must take charge of the task of building services brands, the limitations in the traditional brand manager concept have already become obvious and category managers are replacing brand managers (Batra et al. 25). Considering the multi-faceted role of CEOs and the declining role of marketing departments (Hulbert et al. 55), it certainly is a good idea to have an exclusive executive and a cross-functional team with sole responsibility of brand building. Toffler ventured a little further and advocated user generated branding by way of prosumerism (Burmann et al. 75). In all this, the HRM has a crucial role to play as recruiting, training and motivating employees is as important as understanding and fulfilling customer needs (Thomson et al. 819). Kaplan and Norton too endorse the idea of internal / external balance through their ‘balanced scorecard’ (7). Ambler goes to the extent of saying that internal marketing should precede external efforts (113). What the experts say: With respect to developing service brands from scratch, the questions that precisely need to be answered are: (i) Who is involved? (ii) What are the stages that firms go through? and (iii) Which orientation is
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Many banks offer ancillary financial services to make an additional profit; for example: selling insurance products, investment products or stockbroking. These services have a definite impact on performance. Authorization to trade is granted by bank regulatory authorities and provides rights to conduct the most fundamental banking services such as accepting deposits and making loans. There are also financial institutions that provide banking services without meeting the legal definition of a bank.
Traditionally, a bank generates profits from transaction fees on financial services and from the interest it charges for lending. In recent history, with historically low-interest rates limiting banks' ability to earn money by...
Measurement of quality is the result of the services provided to the customer with a prompt response based on the requirements and expectations. Quality of various processes must be managed so as to provide the customer with consistent, accurate and timely results. These results must be of high quality because various other factors pertaining to a business deal are dependent on them. Quality assures the customer of an appropriate service that includes an error-free transaction, access to accurate data pertaining to the specific schemes and services, transfer of credits, changes concerned with the membership and account details and an undoubted trust that helps in attaining the services time and again.
Sales promotion includes such activities as setting up store displays, holding Trade Shows, and distributing samples, premiums, and coupons. There are several factors that point to the need for promotion today. In the first place, as the distance between producers and consumers increases and the number of potential customers grows, the problem of market communication becomes significant. There are Five different methods which are adopted for promotion, that are (1) Public Relations (2) Advertising (3) Publicity (4) Sales Promotion (5) Personal selling. The decision of the Promotional mix is related to budget availability for funds promotion, nature of the market and the product and the stage of the product life cycle. Ad...
In a competitive industry inundated with corporate cleaning giants, ITT has managed to capture the attention of the busy London consumer, appealing to human psychology as a means to promote convenience as priority number one.
ITT appears to understand the consumer profile, perhaps drawing on Abraham Maslow’s renowned theory of human motivation, so as to appeal to their physiological needs for stress reduction when attempting to juggle business, family, and the responsibilities of household maintenance. Unlike their competitors, which routinely focus on value-driven strategies and product upgrades through R & D investments, ITT has found a connection by sympathizing with the hectic consumer and providing...
Web services share business logic, data, and processes through a programmatic interface across a network (Kaye, 2003).
This becomes a platform for business that takes place across the internet in ways that were previously unimagined. E-commerce is much like regular commerce except that the markets have expanded and the competition has become global instead of local or even regional. Web services allow people from across the world to engage in business and the few barriers which remain for truly global commerce are being removed with automated language translators and website optimization techniques that allow users from different locations to view the web as they prefer to view it. All of these developments are takin...
For semi-detached or detached house the volume of the extension is less than 70m3 or 15 percent of the volume of the original building whichever is the greater subject - with an absolute limit of 115m3.” 
Though apparently the extension pertains to none of the above cases yet the purpose of the extension if renewed and renovated it may not at all require the Building Regulation’s approval and obtain a retrospective Building Regulation consent for the extension from the Local Authority. When the house converted to a terraced house the extension’s construction becomes perfectly legal considering it is less than 50 cc or 10% of the volume of the original building as cited above. Poles are bored to crea...
Finally, we will conduct an in-depth analysis of the heating and insulation systems available in modern homes and propose a strategy to optimize the energy consumption and maximize customer comfort.
Building Service Engineers are usually mechanical or electrical engineers, who do not necessarily have a degree in Building Services Engineering. They start contributing to inputs before the building construction commences. Their assessment starts with researching the suitability of the building site for construction and also foreseeing the provisions to connect services to supply lines. Based on this analysis, they conduct discussions with the client, architects and structural engineers to concur on an installation design t...
Sri Lankan Airlines utilizes different functions of marketing communications. These include advertising, public relations, sponsorships, sales promotion and direct marketing in its marketing communications efforts.
With the advertising function, the company utilizes traditional media such as television and radio spots, as well as a non-traditional medium such as the internet (DailyNews.lk 2007). The campaign ‘Home Away from Home’ is developed by Grant McCann (SriLankan.aero, 2007) and communicates through the medium “the idea of staying at home and traveling the world (DailyNews.lk, 2007 August).
Public relations is another medium the company utilizes in the form of events/publicity stunts a...
...Table of contents Introduction and Problem Area 4 1 Introduction 4 2 Research Motivation 4 3 Research Questions 5 4 Summary 6 2 Literature Review 7
2.1 Introduction 7
2.2 The Concept of Brand 7
2.2.1 Brand definition 7
2.2.2 Product brands and corporate brands 9
2.3 Brand Equity 10
2.3.1 Measuring Brand Equity 11
2.3.2 Customer-based brand equity measurements 13
2.3.3 Comparison Aaker’s model with Keller’s Brand Equity Model 14
2.3.4 Conclusions of the comparison 19
2.4 Operalisation of Measurement Customer Based Brand Equity 19
2.5 Brand and Brand Equity in Services 24
2.5.1 BrandingServices 24
2.5.2 Brand Equity in Services 25
2.6 Higher Education and its Marketing 26
2.6.1 The Education Sector as a service 26
2.6.2 Literature Review...
The storms may be dust or the sand, hail and the thunder but they cause destruction and result in a total shutdown of business due to damage to the buildings. Torrential rainfall can also add to an economic crisis and huge losses for rain also affects the buildings especially the acid rain (Wallace, Alfred Russel, 1889). This type of rain is corrosive in nature which results in deteriorating structures and a lot of costs are required for the maintenance (J. S. 0guntoyinbo and F. 0. Akintola, 1983). The acid rainfall causes the structure to degrade which results in increased requirements not only of cost but also increased manpower. Nowadays, we see such problems occur in places where the countries are very industrialize...
7 Pages(1750 words)Case Study
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